We’re absolutely delighted with the work that I-AM did for us – we’ve just had our best 6 months of trading since we opened 17 years ago! Sales are up 25% year-on-year.

Simon PrideauxManaging Director

VQ Restaurant Brand Refresh & Interior Design

Simon Prideaux, owner of VQ, came to I-AM with a brief to rebrand and redesign his legendary 24-hour dining concept. Customers range from families at lunchtime, to tourists stopping in for afternoon coffee, and clubbers in the middle of the night. VQ has to function differently for each of these customers, and this had to be understood and incorporated into the design and experience.

A Functional And Stylish Space

Customers frequently comment on the ‘wonderful feeling’ created by the bespoke lighting. The space is not only stylish and contemporary but also functional, comfortable and welcoming to all people at all times. The queue outside for a seat often reaches around the block – even in the middle of the night.

A second VQ site has now opened in central London and has outperformed initial targets.